MILWAUKEE — Johnson Controls is rolling out a new logo, corporate slogan and advertising campaign designed to more effectively communicate its vision and better align its image and marketing efforts with the company’s current strategic direction.

"We will continue to be a diversified multi-industrial company, dedicated to improving comfort, safety and sustainability with innovative p rod ucts and services for the places where people live, work and travel," said Stephen Roell, who officially became the company’s CEO this week. "With a focus on customer satisfaction, technology and global fluency, Johnson Controls is dedicated to helping make its customers more successful. We have substantial opportunities for growth around the world. In particular, we will seek to strengthen our leadership in the emerging markets through support of our global and regional customers," he added.

According to Roell, this strategy underscored the development of Johnson Controls’ new vision — "a more comfortable, safe and sustainable world" — to more accurately reflect the company’s broad array of capabilities.

"This vision emphasizes that we’re focused on helping our customers add value to consumers’ everyday lives, said Roell. "Each of our businesses plays an enormously important role in making life better and easier in the places where people spend most of their time. Whether it’s through comfortable and safe automotive interiors, or advanced systems for energy efficiency and security in buildings, or vehicle battery systems that help to protect the environment, Johnson Controls is uniquely able to provide our customers with what we call ‘smart environments’ — ingenious solutions that are welcomed by the marketplace."

According to Denise Zutz, vice president of strategy, investor relations and communication, the brand initiative evolved as a better way of communicating the ‘smart environments’ idea. "Our current customers, as well as those whom we’d like to serve in the future, are clear about what’s important to them," she explained. "They want to do business with companies that can add value and proactively solve problems. As a result, we crafted our new slogan, ‘Ingenuity Welcome,’ to have two meanings: first, that we recognize people welcome innovation in products and services, and second, that we’re a company looking for people with great ideas."

The recruiting-oriented tagline is not a coincidence, said Roell. "To continue to serve our customers well, we need to continue to grow effectively, especially in emerging markets," he commented. "Being an employer of choice is key to us having the right talent in place to help our customers build their business in those locations."

The company believes that building its brand will enable it to better compete for the best talent in all of its geographic markets and help support Johnson Controls’ continued growth.

The company is rolling out the new slogan along with its new corporate identity, which it calls the "open globe," to the 125 countries it serves through approximately 1,300 offices and plants worldwide. In the spring of 2008, Johnson Controls will launch an advertising campaign designed to communicate its unique capabilities to the marketplace.

The Johnson Controls logo currently appears primarily on the company’s building automation and controls p rod ucts. According to Zutz, as part of the initiative, the company will now visually endorse several of its better-known, flagship p rod uct brands — including Varta, Heliar and LTH, the company’s regional automotive battery brands — by adding the Johnson Controls name and logo to more strongly link its p rod ucts to its corporate brand.

For more information about Johnson Controls, visit: http://www.johnsoncontrols.com.